Under Armour is gaining momentum in its fight for Nike's customers

The company recently
reported quarterly revenues of more than $1 billion for the
first time. Sales of its activewear are expected to grow 25% next
year.

Under Armour, which started out selling shirts that keep you warm
on cold days or cool on hot ones, arguably invented the concept
of performance wear.

And its technology appears to be ahead of Nike in some ways,
according to several Wall Street analysts.

"Under Armour is ahead of
Nike in terms of how they are integrating technology into
their proposition," Neil Saunders, CEO of consulting firm
Conlumino, wrote in an email to Business Insider.

At its spring/summer 2016 showcase, Under Armour showed
Business Insider a new kind of "cooling" technology it was
featuring in its latest apparel lineup.

This latest venture, called Cool Switch, looks like a simple
printed pattern — but it actually features a sweat-activated
cooling technology. As soon as you start sweating during a
workout, the apparel will start cooling you down.

In September, Nike told Business Insider about AeroReact —
a sweat-activated cooling technology that the company said had
been three years in the making. That product reacts to moisture
vapor and then cools the runner down.

The brand is going far to keep women on the go with as little
sweat as possible. Under Armour's head of women's design,
Kate Williams, showed Business Insider a microthread fabric that
eliminates sweat and microbes as an example.

The also brand showed Business Insider apparel with wrist
holes, so you can check out your Apple Watch while you're out for
a run.

Ultimately, Under Armour's success comes down to the fact that
the brand has a great product selection.

"Looking at the product mix, it is clear that Under Armour
now has a 'head to toe' approach to sporting and fitness which is
both attracting new customers to the brand, as well as increasing
cross-selling opportunities and average ticket values from
existing consumers," Saunders wrote in a note.